Page 23 - Investment Advisor - December 2021

a combination of greater wallet share
from current clients and some new cli-
ent relationships to get there.
Here are several strategies that you
might employ:
• Convert transactional assets to fee-
based assets.
• Look for more assets held away
with current clients.
• Build more relationships with cen-
ters of influence.
• Do quarterly webinars for clients
and prospects.
• Start a networking group.
Make sure to track your results and
which strategies result in the greatest
success. If you’ve identified a new market, you’ll
need to spend time researching and learning
4. KEEP YOUR HIGHER PURPOSE
IN MIND.
Financial advisor coach Jim Rohrbach about it before launching your marketing
of Success Skills believes that it’s critical campaign. Also, give yourself time to
to infuse your daily activities with an
awareness of our purpose: “If someone establish a reputation in that space.
has a sense of mission, they are more
likely to attain their goals.”
This purpose can be to find unique with others. That happens by getting 7. COACHES HOLD YOU ACCOUNTABLE.
solutions to client problems or to build together one on one with them as well. Remember that detailed business plan that
long-lasting relationships with them. It you wrote up with all your lofty goals for the
also can be to help them earn enough 6. LEVERAGE THE ADVANTAGES OF year? A skilled sales coach can really hold
money so that they can provide for their OUR VIRTUAL WORLD. your feet to the fire and ensure that this plan
children’s education or their parents. Due to the current pandemic, clients doesn’t just collect dust in your file drawer.
Rohrbach focuses on helping advisors have become more accustomed to inter- Silver refers to his firm as a group
create a goals-based personal mission acting with their advisor online. This of “accountability partners.” They push
statement and urges them to recite it means advisors are no longer as limited their advisor clients to execute on the
every morning. to networking in their local communi- plan via weekly or monthly calls.
ties as they used to be. In other words, Plans are written collaboratively
5. BUILD DEEPER RELATIONSHIPS. it’s now easier to get clients anywhere. with advisors. Advisors have to honestly
“Real networking happens one on one,” If your niche is, say, engineers, you can assess what worked and what didn’t
Rohrbach explains. prospect nationally. over the past year. Did they speak with
When you build a relationship with
One upside of webinars, according
clients as often as they promised to? Did
Benedetto Cristofani/theispot.com look at each other’s LinkedIn contacts may attract fewer people than in-person that they planned? If not, why not?
they host the number of WebEx events
to Kuzmeski, is that even though they
a client or center of influence, you can
seminars, attendees are more likely to be
and make mutual introductions by email
people who are genuinely interested in a
or in person. But first, you have to forge
As head of Mark Elzweig Company, a New
meaningful connections with others
particular topic rather than being there
York-based executive recruiting firm that
who know, like and trust you.
to enjoy the free food and drink. Thus,
specializes in helping financial advisors find
It’s fine to show up at local chamber
webinars have a higher closing rate with
the right career paths, Mark brings more than
prospects than in-person seminars, as
of commerce meetings — but it’s useful
three decades of experience to his work with
industry research has confirmed.
only if you’re forming worthwhile bonds
advisors and writing for industry publications.
DECEMBER 2021 INVESTMENT ADVISOR 21